Design Thinking –Part 1: Theory - GP Strategies Corporation · Empathy 3 Approaches LOOK...
Transcript of Design Thinking –Part 1: Theory - GP Strategies Corporation · Empathy 3 Approaches LOOK...
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Design Thinking – Part 1: Theory
July 2019MBI – GP Strategies Company Confidential
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Keith Keating20 years in Learning & DevelopmentGlobal Learning Strategies
- Problem SolverDesign Thinking PractitionerLived in 7 countriesCurrently lives between Toronto & Detroit, MI
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AgendaOverviewDesign Thinking in PracticeValue of Design ThinkingSkill BuildingQ&A 1Understanding the PhasesOther ResourcesQ&A 2
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How does one company go from controlling 50% of the world’s smartphone market to less than 1%?
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“We believed we knew better what customers needed than they did.“
- Blackberry Executive
“We focus on People’s needs and desires, rather than onlythe needs of the business.“
- Steve Jobs
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What is Design Thinking?
Leads to human-centered
products, services, and internal processes
Unlocks needs and problems, even when the
users don’t know what they are
Set of principles for creative problem-
solving
Set of principles for creative problem-
solvingA FOCUS ON PEOPLE
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Voice of the Customer
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5 Stages of Design Thinking
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
Learn About the Audience
Define Problem Statements
Brainstorm & Create Solutions
Build Representations of One or More Ideas
Test Ideas and Gain User Feedback
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A Nonlinear ProcessDesign Thinking
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
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EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
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The Whole is Greater Than the Sum of Its Parts
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EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
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Problem-Solving vs. Problem-Finding
DESIGN THINKING
LEAN SIX SIGMA
AGILE PDCA (plan, do, check, act)
Problem-Findingdoing the right thing
Problem-Solvingdoing the thing right
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Design Thinking vs. Other MethodologiesLEAN SIX SIGMA
( D M A I C )DESIGN THINKING PDCA CYCLE
Empathy (Understand)
Define Define
PlanMeasure(Not much focus on Data Analysis)
Analyze
Improve Ideate and Prototype Do
Control TestCheck
Act
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Design Thinking – is it a Trend?
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How Do I Know When to Apply Design Thinking?
Design Thinking may be the answer if…
The problem is human-centered
You don’t clearly understand the problem or have alignment
The problem is fairly complex
You need fresh ideas or a fresh approach
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Who Can Use Design Thinking?
Anyone and
EveryoneAny
IndustryAny
Line of Business
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• Airbnb founders attribute their initial success to Design Thinking, enabling them to uncover what customers actually want on the site.
• Airbnb has changed the Chief HR Officer function into the Chief Employee Experience Officer function, recognizing that "experience" is the essence of a workplace, especially among millennials.
• LinkedIn organized a 6-week program with 1,000 participants from LinkedIn, Facebook, Google, and other Silicon Valley companies.
• Purpose: Find solutions for specific issues around low employee engagement.
• Telstra applied Design Thinking to significantly enhance their new employee onboarding experience.
• Approach: Adopt a design-based approach to simplify and minimize information complexity and improve the efficacy of its onboarding experience.
Design Thinking in Practice
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Keep the Change
CHALLENGEFind ways to
help customers save money
SOLUTIONKeep the Change:
Round up on every purchase and
automatically put it into a savings
account
VALUE12.3 million
customers have enrolled, saving a total of more than 2 billion dollars.
60% of new customers enroll in
the program
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CHALLENGEReduce formal classroom training, currently at 26.75
hours of content
SOLUTIONCreate a multi-modality
solution including a digitalized approach,
offering more performance support/digital resources for the salesperson before and
after the class
VALUESignificant cost savings
38% reduction in class time:- 700 hotel nights- 700 days away from
selling
How Might We Reduce Formal Classroom Training Time
Global Technology Company
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CHALLENGEWith 80% WBT and 15% ILT – is the training driving an
optimal performance improvement and learner
experience?
SOLUTIONUncovered a greater focus and emphasis needs to be
placed on soft skills, such as communication and selling
skills rather than just product. Moving towards mobile learning to provide just-in-time access through
mobile devices.
VALUERefocused learning
strategies back on the learners. More learner-
focused which will lead to improved sales & employee
retention.
How Might We Improve Our Learner Experience
Global Automotive Company
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General ElectricBuilding a Better MR Scanner
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General ElectricBuilding a Better MR Scanner
80% Child Sedation
Rate
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General ElectricBuilding a Better MR Scanner
<8% Child Sedation
Rate
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Value of Design Thinking
Transforms us from “order takers” to Trusted Advisors
Reframes business problems
Drives innovation and creative problem-solving
Anyone can adopt
Puts people first
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Why Aren’t We Using It More?
The name
One-time event vs. culture change
Stops at theory (I get it. I read an article.)
Takes practice
Risky, disruptive to process, many unknowns
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-
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5 L&D Design Thinking ApplicationsHow Might We…
Create a culture to empower creativity, collaboration, and innovation
Improve the employee experience and engagement
Redesign the employee reward system in a way that is meaningful to employees
Attract and retain new talent
Improve the learner experience
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3 Skill-Building Ideas
Reimagine your favorite product
Reimagine team collaboration
Reimagine a wallet
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Design ThinkingUnderstanding the Phases
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EMPATHIZELearn About the Audience
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EmpathyCapacity to understand or feel what another person is experiencing
Uncovers Voice of the Customer
Removes Bias
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Human Nature is Already Working Against Empathy
Confirmation Bias• Looking for validation
of beliefs you already hold
False Consensus Effect• Believing what you
believe is what most others believe
• "Filling in the wholes" in conversation with your assumptions
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Empathy3 Approaches
LOOKObservation
2TRY
Immersion
1ASK
Engagement
3
Immerse yourself in the experience of others
Figuratively wear many hats. Try to experience the same as your customer does. Uncover
hurdles, pains, inconveniences, etc.
Observe what people doFrom a distance, try to capture insights about your customer. Stay unobtrusive and almost invisible for the sake of spotting when the
problem occurs.
Capture what people say they do
Only one rule applies:Engagement should take place in the real
environment.
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EmpathyGuiding Principles
Don’tJudge
QuestionEverything
Be TrulyCurious
FindPatterns
ReallyListen
Assume a beginner’s mindset
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Mechanics of an Empathy Interview
• Not a focus group• Consist of one end‐user, one interviewer, and one note‐taker• Preferably in person to capture body language and nuances• Open ended, non‐leading, and probing questions
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EmpathyPreparing for the Interview – Best Practices
Brainstorm Questions
Identify & Order Themes
Refine Questions
Create Interview Protocol
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Pay Attention to Nonverbal Cues
Don’t Be Afraid of Silence
Ask Questions Neutrally and Don’t Suggest
Answers
Use Unpacking Questions
Take Copious Notes
Ask to Understand, Not Validate
Encourage Stories and
Follow Tangents
Avoid “Yes or No” Questions
EmpathyDuring the Interview - Best Practices
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”Unpacking” Questions• Why do you say that?• Why? (even if you think you already know)• Tell me more about that.• What were you thinking when you did that?• Can you walk me through what led you to that
decision?• How did you feel about that?• What did you think about that?• Could you tell me about why that is important to you?• It sounds like there's a story to that response, can you
tell me more about it?
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DEFINEDefine Problem
Statements
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DefineClarify your point of view
How Might We…How Might We…
Record your insights and pinpoint the need.
Reframe it so it’s meaningful and actionable. (It’ll drive your design.)
FELT
DIDSAID
THOUGHT
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IDEATEBrainstorm &
Create Solutions
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IdeateThe Art of Possible
“It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.”*
FocusFocus
Flair
*Stanford d.School
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PROTOTYPEBuild Representations of One or More Ideas
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PrototypeBuild Representation of Your Ideas
Low-Fidelity Prototypes
High-FidelityPrototypes
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TESTTest Ideas and Gain
User Feedback
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TestPrototype as if you know you’re right, but test as if you know you’re wrong
Refine Your Prototypes and
Solutions
Test and Refine Your
Point of View
Create Authentic Experiences for
Users to Test Your Prototypes
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Lessons LearnedFinal Thoughts
Design Thinking initiatives are quick
Create a place to continue fostering Design Thinking
Design Thinking is not a solution for every problem End-users are first
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Additional Resources
Design Thinking Success Storieshttps://theaccidentaldesignthinker.com/2017/09/16/40-design-thinking-success-stories/
Solving Problems w/Design Thinking – 10 Stories: Jeanne Liedtkahttps://www.amazon.com/Solving-Problems-Design-Thinking-
Publishing/dp/0231163568/ref=sr_1_3?keywords=10+design+thinking+stories&qid=1556314810&s=gateway&sr=8-3
GP Strategies Free Resource Pagehttps://www.gpstrategies.com/design‐thinking‐process/
IBM’s Online MOOChttps://www.ibm.com/design/thinking /
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Design Thinking – Part 2: ApplicationThurs - July 18th, 2019 11am – 12pm BST
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